Becoming an Empowered CMO

Viewpoint by Michael Dunn, Chairman & CEO

We’re beginning to see the emergence of CMOs who are “empowered” – who have earned broad influence and respect in their businesses and beyond.

These are strategic thought leaders with a strong customer focus. Strongly supported by their CEOs, they’ve grown their reach and responsibilities, in the process earning an expanded license to deliver. They understand that marketing goes beyond just external messaging and communications tactics, to other ways of influencing customer behaviors and perceptions that haven’t traditionally fallen within marketing’s sphere of influence. Many have grown that understanding by stepping into operational roles to broaden their career paths. Empowered CMOs have learned how to effectively team with their C-level peers to heighten the customer experience in ways that advance the business. And by mastering both the hard and soft sides of the profession, they have ably demonstrated marketing’s front-and-center role in driving business performance.

As more marketers cultivate the mindset and skills, and more businesses foster cultures that are open to the possibilities, stability in marketing’s leadership will become the norm as growth mandates are more effectively facilitated and met. It’s a process, and one in the early stages of evolving.